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19-11What are apps and why are they important?Answer: Apps are small, downloadable software programs that run on smartphones and tablet devices. They are speeding up the convergence of the real (physical) and digital (virtual) worlds. Many apps are related to social media, such as programs for (1) price-comparison searches; (2) loyalty programs; (3) location-based promotions; and (4) entertainment, such as video games, music, and others.19-12Can personal privacy become a problem as the real and digital worlds converge with smart systems?Answer: The convergence of social media, smartphones, tablet devices, and new apps will lead to companies having a more dynamic interaction with their customers. This convergence allows for the collection of users' personal data, preferences, and behaviors, which allows marketers to tailor offerings based on these data. The issue is, do we want others to know all this information about us?Page 561FOCUSING ON KEY TERMS
appsp. 556blogp. 540Facebookp. 544LinkedInp. 547social mediap. 540Twitterp. 546user-generated content (UGC)p. 540YouTubep. 548APPLYING MARKETING KNOWLEDGE1In your new job as a retail store manager you decide to add mobile marketing to your promotional campaign. Describe how a Bluetooth Low Energy (BLE) beacon could increase sales in your store.1You and three college friends have decided to launch an online business selling clothes college students wear—T-shirts, shorts, sweats, and so on. You plan to use Facebook ads. What “likes”or interests do (a) college men and (b) college women have that might help you in planning your Facebook strategy?1You are about to graduate from college and want a job in marketing research or sales. Go to the LinkedIn site, register, and determine what information you would put on your LinkedIn profile to help you find a new job.1What is the significance of user-generated content when contrasted with social media and traditional media?1You are a brand manager for a sneaker manufacturer like Nike or New Balance and are trying to use Facebook to reach (a) college-aged women and (b) men over 55 years of age. What three or four “likes” or interests would you expect each segment to have when you try to reach it with Facebook?1In measuring the results of social media, what are the (a) advantages and (b) disadvantages of performance measures linked directly to revenues versus costs?BUILDING YOUR MARKETING PLANRemembering the target market segments you identified in Chapter 8 for your marketing plan:1(a) Identify which one of the four social media described in the chapter would be most useful and (b) give your reasons. Would you consider other social media like Pinterest? Why or why not?1Briefy describe (a) how you would use this website to try to increase sales of your products and (b) why you expect target market customers to respond to it.
VIDEO CASE 19StuffDOT™, Inc.: Rewarding Users for Actively Shopping and Sharing!“Coming from a rewards and loyalty background, I often wondered how to combine the best of rewards